Walmart Premiers the New Private Brand – Great Value Terra.

Great Value terra2

This is the second post in a series on trends from the PLMA’s Idea Supermarket at the PLMA’s 2009 Private Label Trade Show. Yesterday I posted on Green/Eco Private Brands, today’s brand could have been included in that post but it has the potential to be more significant in a different way. As part of the international exhibits in the Idea Supermarket Walmart Mexico presented a subrand of Great Value: Great Value Terra.

Over the last few months I have written many posts on Walmart’s Great Value that typically conclude with more questions than answers, this look at a green sub brand fro Great Value could be a hint of a portfolio strategy to come for the US. It seems to meld Great Value with a green aesthetic to create Great Value Terra.  So more questions.

Will it Great Value Terra come to America?


Is this a hint of things to come?

Great Value terra1

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.